What is the number of times a receiver is exposed to a media vehicle in a given time period?

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Media Strategy is all about

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• Scheduling and Selection

• Reach and Frequency

• Pulsing, Flighting and Continuity

• All of the above

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Media Scheduling Decisions look at [blank_start]how long and how often[blank_end] to advertise; whereas Media selection decisions look at [blank_start]where[blank_end] to advertise

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• how long and how often

• where

• where

• how long and how often

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Media Scheduling deals with:

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• reach and frequency

• pulsing flighting and continuity

• scheduling and selection

• all of the above

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Purchase cycle is

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• the time interval between purchases in the product category, for the average target audience member

• the number of purchases made within a particular time frame

• the time interval between how frequently people purchase an item from one consumer to the next

• all of the above

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Rossiter & Percy define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

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Belch & Belch define reach as the number of target audience individuals exposed to the advertising in a purchase cycle

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Belch & Belch define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

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Rossiter & Percy define reach as the number of different audience members exposed at least once to a media vehicle in a given period of time.

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When Rossiter & Percy say 'exposure to the advertising' they mean exposure to the media vehicle.

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How do you calculate frequency according to Rossiter and Percy?

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• Count the number of times a target audience member is exposed to the advertisement

• Count the number of times the ad was viewed, and divide by the number of people reached

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How do you calculate frequency according to Belch and Belch?

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• Count the number of times the ad was viewed, and divide by the number of people reached

• Count the number of times a target audience member is exposed to the advertisement

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• 6

• 5

• 16

• 30

• 8/10 people or 80%

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• 6

• 5

• 16

• 30

• 8/10 people or 80%

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What is the minimum effective frequency (MEF)?

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• The minimum number of ad exposure that will maximise the likelihood of the average target audience member purchasing the brand

• The minimum number of target audience individuals that will see the advertisement before purchasing

• The minimum number of sales needed to maximise ad exposure

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What is Effective Reach?

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• The number of target audience individuals exposed to the ad at minimum effective frequency or higher

• The number of sales had per target audience member after being exposed to the ad

• The minimum number of ad exposures that will maximize the likelihood of the average target audience member purchasing the brand

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• 3, 4, 3

• 4, 3, 4

• 6, 5, 5

• 10, 10, 10

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• 1.6, 2, 2

• 6, 5, 5

• 10, 10, 10

• 3, 4, 3

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Gross Rating Points (GRPs) refer to

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• the total audience a media schedule may reach

• the total number of people in the primary target audience the media buy will reach and the number of times it does

• the total ratings a customer gives back after they buy a product

• none of the above

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A Target Audience Rating Point is (TARP):

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• the total number of people in the primary target audience the media buy will reach and the number of times it does

• total audience a media schedule may reach

• the average rating a target audience member will give the product after purchase

• REACH x FREQUENCY

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If Reach is 100 and frequency is 5 what is GRP?

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What are the three scheduling (or continuity) methods

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• continuity, flighting, pulsing

• exchange, value, activity

• reminder, teaser and user-generated content

• script, story board, approval

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[blank_start]Continuity[blank_end] is a continuous pattern of advertising, which may mean every day, every week, or every month. [blank_start]Flighting[blank_end] is a less regular schedule, with intermittent periods of advertising and non-advertising. [blank_start]Pulsing[blank_end] is where continuity is maintained, but at certain times promotional efforts are stepped up

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• Continuity

• Flighting

• Pulsing

• Flighting

• Continuity

• Pulsing

• Pulsing

• Continuity

• Flighting

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[blank_start]Media Planning[blank_end] is a series of decisions involved in delivering the promotional message to the prospective users of the product or brand. [blank_start]Media objective[blank_end] is an objective formulated to organise a media plan. [blank_start]Media strategy[blank_end] is a plan of action designed to attain the media objectives. [blank_start]Medium[blank_end] is a general category of available delivery systems.

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• Media Planning

• Media objective

• Media strategy

• Medium

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[blank_start]Media vehicle[blank_end] is a specific carrier within a medium category [blank_start]Reach[blank_end] is the measure of the number of different audience members exposed at least once to a media vehicle in a given period of time [blank_start]Coverage[blank_end] is the potential audience that might receive the message through a vehicle [blank_start]Frequency[blank_end] is the number of times the receiver is exposed to the media vehicle in a specified period

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• Media vehicle

• Reach

• Coverage

• Frequency

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Media objectives should not be limited to those that can be accomplished through media strategies.

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1. [blank_start]Analyse the Market[blank_end] 2. [blank_start]Establish Media Objectives[blank_end] 3. [blank_start]Develop Media Strategy[blank_end] 4. [blank_start]Implement Media Strategy[blank_end] 5. [blank_start]Evaluate Performance[blank_end]

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• Analyse the Market

• Establish Media Objectives

• Develop Media Strategy

• Implement Media Strategy

• Evaluate Performance

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What are the internal factors operating when picking the target market?

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• Size of the media budget

• Managerial and administrative capabilities

• Organization of the agency

• The economy (rising costs of media)

• Changes in technology

• Competitive factors

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Wastes Coverage refers to Media coverage that reaches people who are not potential buyers and/or users

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[blank_start]Target Market Coverage[blank_end] : Matches the most appropriate media to a market with the goal of extending media coverage whilst minimising waste coverage [blank_start]The Media Mix[blank_end] : Adds more versatility to the media strategies by increasing coverage, reach and frequency levels. It also improves the likelihood of achieving overall communications and marketing goals. [blank_start]Creative aspects and mood[blank_end] : Requires media and creative departments to implement creativity through an appropriate medium and enhance the message. [blank_start]Flexibility[blank_end] : an effective media strategy that deals with market opportunities, threats, availability of media and changes in media or media vehicles

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• Target Market Coverage

• The Media Mix

• Creative aspects and mood

• Flexibility

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Problems in Media Planning include

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• insufficient information, inconsistent terminologies, time pressures and difficulty measuring effectiveness

• less experience, objectivity and flexibility

• exposure, frequency and cost

• insufficient imaging, saturation, time pressures and reach

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What are the factors determining frequency levels?

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• Media Factors

• Message Factors

• Creative factors

• Marketing Factors

• Target Market Factors

• Dispositional Factors

• Environmental Factors

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What is the Brand Development Index (BDI)?

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• Factors the rate of product usage by geographic area into the decision process

• Provides information on the potential for development of the total product category and not specific brands

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What is the Category Development index (CDI)?

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• Factors the rate of product usage by geographic area into the decision process

• Provides information on the potential for development of the total product category and not specific brands

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Relative cost is the cost required to place the message; whereas Absolute Cost is the relationship between the price paid for advertising and the size of audience delivered (used to compare media vehicles)

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• High BDI/high CDI

• high bdi/low cdi

• low bdi/high cdi

• low bdi/low cdi

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Promoting certain international foods like edamame in traditional/small towns where interest in such foods is likely to be low would not make sense. It is better to advertise edamame in big cities instead which have a diverse population. This is an example of

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• Geographic Coverage

• Reach and Frequency

• Situational Diversity

• Recency Planning

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Recency Planning (Part of Reach versus Frequency Media Strategy)

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• Focuses on short interval reach at minimum frequency levels as close to the purchase decision as possible

• Has a continuous schedule over a one week period rather than focusing on a four-week planning period for reach

• Targets less to gain exposure to reach as many potential consumers as possible

• All of the above